Marketing Plan of Poney Malaysia

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Executive Summary

Mr. Albert Tan decided to establish his very own brand which is Poney in 1992, starting in a departmental store with only a small counter.

The first boutique of Poney is opened in 1997 in The Mines Shopping Mall, showcasing its finish scope of items in infant and youngsters attire. Poney then settled its lead store at one of the top shopping malls in Malaysia, the KLCC in 1999 with an exceptionally encouraging result.

Today, PONEY positions itself as one of the main brands and is positioned among the worldwide brands in driving departmental stores. Poney has throughout the years continuously and forcefully extended its circulation system and today, it has gladly gotten wonderful backings from a great many clients.

Poney has shown up in Middle East, China, Singapore, Indonesia and different nations. Poney Group have three centre brands which is PONEY, PONEY ENFANTS and BABY PONEY, as upheld by the unrivalled quality items and administrations, picking up loves and backings from clients and business accomplices. We are currently proactively growing PONEY form outline, conveying the blissful experience to all the little blessed messengers around the globe.

Poney aim to ease the shopping experience of the customers by providing new service that will give assistance on tracking down the parcel. To increase the sales, Poney will also introduce a new product line to meet the satisfaction of the customers. Lastly, to maintain the loyalty and attract more customers, improving of the quality of the product is required.

Current Marketing Situation

Target Market:

Poney’s target market is babies from 0 month until children to 12 years old. It is undeniable that it is a smart decision as there are an average of 137,000 new birth a day in this planet.

Brand Position:

Strength:

• Changes of policies in foreign country

For example, China has loosened its commercial restriction on foreign company in this past few years. The fact is Poney set up company at China because of its low labour cost and cheap raw materials. It has reduced the cost of products.

• Quality of Poney’s products

Poney always take care of its good quality products since 1992. This is due to the reason that before the founder, Mr Albert Tan become the Chairman of Poney, he was the one who sold clothes in RM10 per piece in the night market. Therefore, he knew the importance of a good product quality as well as reasonable price is the key to keep the customers tight to the company.

• Policies of the company

The exchange and refund policy of Poney is protecting their customers from purchase wrongly of the goods. Exchange and refund could be made if meets the terms and condition. Thus, parents can purchase clothes for their children even the children are not shopping with them.

Weakness:

• Lack of creativity of Poney’s products

The lack of creativity on the products is often occurs in fashion industry. For Poney, we found that a lot of our competitors have come with new products day by day. We are just following the traditional designing styles in the past few years. Competitors like H&M has launched the “green” or “eco-friendly” products. They use recycled wool, organic linen, cotton as the main materials in the products. Besides, the designs of our products do not have the ability to attract customers’ eyes anymore.

• The lack of advertising in social media

Based on the research that we have conducted, we found out that PONEY rarely advertise on social media such as television, radio and billboard. This will cause lack of awareness among the potential customer and we will even lose our customer as competitors’ brand such as MANGO and H&M are consistently and actively promoting their brand through advertisement on social media and local publications such as newspapers, magazines and billboards. They also constantly have affiliations to help further promote.

Information about the market:

The market today is more centred around brand and trademarking as purchasers favour wearing marked garments over shoddy garments found in the market. This is because with the entrance to the web, buyers have more market data about brands and the comparison between organizations. Other than that, consumers likewise take after nearly on their venerated images' form, garments and way of life which affect the buyers' inclinations as they will attempt however much as could be expected to mimic their objects of worship's feeling of design. The market nowadays concentrate more on quality and will pay more for the quality they request.

Product Performance:

Poney’s product is now available in most of the states in Malaysia. Poney have made a few collaborations with some company to carry their product. For instance, big retailers such as Parkson, Aeon, Isetan and Metrojaya sells Poney’s product in their retail chain. Now, Poney has made its appearances in other country such as China, Singapore, Indonesia, Middle East.

Poney have grown from a small clothing brand to a famous brand that have 3 core brands that are well known which is PONEY, BABY PONEY and BABY ENFANTS.

Customer Product Review:

The design pattern of Poney is limited and need to create new design to satisfy regular customer that always looking forward to their newest fashion to keep up to be a loyal customer to Poney. Customers think that the clothes are not worth of money to spend on and intend on buying others brand but Poney fabric selection is by selecting the finest and softest fabric quality in pursuance of maximising products durability so that they are stretchy and tender to the skin to make it comfortable while wearing it. To keep up with the global trends now Poney offers seasonal collections consisting of clean lines and mix-n-match simplicity and class. Poney should be considering to introduce a smaller range of clothing line that are more specific in size.  Other customers think that the price is unreasonable for a piece of clothes this is because the local have a low income but Poney settled that matter by holding some promotion in a specific time and date.  

Competitions:

Product quality:

After an online research, had been conducted, we found that most of our competitors will take cotton as the main material in the production. This is due to the reason that this particular fabric is the most benefit fabric among others. Including its toughness, comfort, low maintenance, easy to wash etc. Besides cotton, linen fabric, and any other mix between of fabrics will be used to create the products too. All the products were tested through safety compliances to assure it is safe to use.